Audience segment gap analysis for a freelance finance app
BACKGROUND This project was for a client in the personal finance app space, serving freelancers and self-employed people. The goal was to move beyond “be more specific” as a content direction and find the precise audience segment and need that was underserved by both the brand’s content and the wider market. I combined keyword research, […]
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Competitive gap analysis for a procurement software company
BACKGROUND This project was for a client in the B2B procurement software space. The goal was to benchmark the brand’s content coverage against three direct competitors across 60 commercially important keywords, and surface the specific gaps worth prioritizing first. I assessed coverage across eight topic categories using a combination of manual content review and SEO […]
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Keyword-driven framework for a B2C project management app
BACKGROUND This project was for a client in the B2C project management app space. The goal was to build a content pillar framework grounded in what the target audience was actually searching for rather than what the brand assumed they cared about. I started with 340 keywords, classified each by intent and audience type, and […]
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B2B pillar framework for a B2B data intelligence platform
BACKGROUND This project was for a client in the B2B data intelligence space. The goal was to build a four-pillar content framework that covered the full range of audience needs across data leaders, analytics practitioners, business executives, and technical infrastructure teams without collapsing into generic category content. I mapped each pillar to a specific audience, […]
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Sensitive topic brief for a health platform
BACKGROUND This project was for a client in the digital health information space. The goal was to produce a long-form guide on Type 2 diabetes diagnosis and management that served recently diagnosed readers with accuracy, emotional care, and full regulatory compliance. I wrote a brief that treated compliance requirements as structural constraints from the start […]
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Long-form guide brief for a logistics company
BACKGROUND This project was for a client in the sustainable logistics space. The goal was to produce a pillar-style SEO guide that would rank for a high-volume informational keyword, earn backlinks from industry publications, and establish the brand as the authoritative voice on sustainable last-mile delivery. I built the brief around a single counterintuitive insight […]
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Content brief template for writers, editors, freelancers
BACKGROUND This project was for an internal content operations need. The goal was to build a reusable brief template that could be used across every content type, writer, and campaign without producing incomplete briefs or first drafts that required structural reworking. I built the template around three core principles: that a brief is written for […]
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Audit-to-strategy for a law firm
BACKGROUND This project was for a client in the UK commercial legal services space. The goal was to diagnose why the firm’s content was not generating inbound enquiries from target clients, and to build a content strategy directly traceable to the audit findings rather than to assumptions. I audited 118 pieces of content across five […]
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Competitor content audit for an HR software
BACKGROUND This project was for a client in the HR software space. The goal was to map the content programs of their three primary competitors across five channels, identify where each competitor was strong and weak, and surface the specific content opportunities the brand was best positioned to own. I assessed each competitor across publishing […]
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Blog content audit for an organic food brand
BACKGROUND This project was for a client in the organic food subscription space. The goal was to make sense of a 94-post archive that had been built over five years without a strategic framework, was generating declining organic traffic despite continued publishing, and had been partially rendered off-strategy by a recent brand repositioning. I assessed […]
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